Southern Comfort Finds Comfort With IPG Mediabrands

whiskey on the rocks, vibrant colors

IPG Mediabrands agencies UM, Society and Ensemble are launching Australia’s first adaption of the global “Whatever’s Comfortable” platform for Brown Forman spirits brand Southern Comfort.

Originally devised by Wieden + Kennedy New York and used as a worldwide platform for Southern Comfort, “Whatever’s Comfortable” highlights and champions the confidence it takes to be yourself.

“The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves,” said Darren West, group marketing manager, North American Whiskeys. “The campaign is very popular already, but we felt we could go deeper in terms of relevance by developing local creative work that speaks to Australians’ sense of humour and affinity with people who can show they are comfortable with who they are.”

Southern Comfort 2

With UM and Society devising the media strategy, Ensemble Australia has produced several creative executions which will principally appear on large format Out-of-Home billboards for maximum visual impact.

A large portion of the new campaign will be driven in social media through specialist agency Society. The intention in social media is to highlight that, instead of Southern Comfort recognising certain marketing conventions related to its sector, Southern Comfort is comfortable with itself and encourages its community to do the same.

The local creative work begins appearing this week.

Southern Comfort

Please login with linkedin to comment

Cannabis brand Clemenger BBDO Sydney Documentary editorial onthehouse sponsorship The Nest

Latest News

Roger Federer Stars In New UNIQLO Campaign
  • Advertising

Roger Federer Stars In New UNIQLO Campaign

Global apparel retailer UNIQLO has launched “LifeWear: Made for All,” a new multimedia campaign. It features personal, insightful interviews with tennis legend Roger Federer, renowned NYC artist Futura, UNIQLO Team Sweden’s table-tennis champ Anna-Carin Ahlquist, Uniqlo U Artistic Director Christophe Lemaire of the UNIQLO Paris R&D Centre, the company’s social mission partners, and other voices […]

Red Havas’s Alex Erasmus Moves Into The Haus
  • Marketing

Red Havas’s Alex Erasmus Moves Into The Haus

Independent communications group The Haus has appointed Alex Erasmus to the position of Group Strategy Director. Erasmus joins from Red Havas, where he spent the last four years. Most recently, he was National Head of Strategy. He comes with a wealth of experience across PR, social, content, digital, experiential and sponsorship, making him the perfect […]

How The Consumer Data Right Has Is Changing Australia (For Businesses)
  • Technology

How The Consumer Data Right Has Is Changing Australia (For Businesses)

The Consumer Data Right has been billed as a revolutionary new way for Australian businesses and customers to share data. Over two parts, smrtr’s co-founder and CTO Boris Guennewig looks at how it is changing how consumers and businesses use data. The Consumer Data right – as the name would suggest – is all about […]


by B&T Magazine

B&T Magazine
Captify And Xandr Combine For New Product
  • Media

Captify And Xandr Combine For New Product

Captify has today announced the next evolution of its use of Xandr’s platform, Xandr Curate. Programmatic buyers will be able to activate Captify’s live, intent-driven audiences – built by billions of real-time searches from global publisher and e-commerce sites – across curated multi-seller video private marketplaces (PMPs) in one of the largest omnichannel, global exchanges. […]